Contemporary Marketing
by David L. Kurtz, Louis E. Boone
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Book Summary Information
Author: David L. Kurtz, Louis E. BooneEdition: Hardcover
Audio: English (Unknown); English (Original Language); English (Published)
Published: 2009-02-09
ISBN: 032458203X
Number of pages: 816
Publisher: South-Western College Pub
Book Reviews of Contemporary Marketing
Book Review: One big liberal agenda propped up by thousands of product placements
Summary: 1 Stars
Comparing this text to previous editions I find several things. First, every page is filled with products, corporate names, and actual ads therein; the book would be about half of its 670 pages if it were a text instead of a catalog. Second, an obvious lean towards going "green" with very little comment about the cons (I could only find one, the mention of mercury in fluourescent lightbulbs that also has a caveat that the industry has promised mercury free bulbs soon) and leaving this out would eliminate about another 50 or so pages.
The authors also talks about big oil, big cars, big banks, and everything but big brother while using a lot of "organic" foods examples and sustainability fluff that has no tie-back to the subject of marketing. Frankly, as a former environmental manager, ISO 14001 auditor, engineer, and an instructor, I would have to characterize this book as an indoctrination propoganda tool, not a serious college level text and certainly not worth the money.
Summary of Contemporary Marketing
Over the years, Boone and Kurtz's CONTEMPORARY MARKETING has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new innovations. The all-new Fourteenth Edition continues the Boone and Kurtz tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, CONTEMPORARY MARKETING remains in a class by itself.Marketing Books
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